finding your voice: communicating your leadership brand presented by karen hochberg ons director...
TRANSCRIPT
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Finding Your Voice: Communicating Your
Leadership Brand
Presented byKaren Hochberg
ONS Director Marketing/PRLDI WebcastJuly 16, 2008
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Learning Objectives
• Understand key communication styles
• Explore how your leadership brand influences communications
• Define your target audience• Understand how to develop and
discipline your message• Discover how to use bridging
techniques to reduce conflict in communications
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What’s branding got to do with it?
We seek to affirm our beliefs…
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Sources:
www.nursingadvocacy.org
www.nationalnurse.org
Nursing as a brand
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“No one cares what you know until they know how much you care.”
Authenticity
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Expand the Nursing Profession as a Brand
Nurses have the knowledge Nurses have a great story to tell Nurses must give voice to their story
building on the strength of caregiver!
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But you already have created a brand with your coworkers, family, friends…
First impressions matter…
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Building your communication brand
• Plan your communications
• Target the proper audience
• Frame your message
• Choose the right tools
• Practice, practice, practice
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Connecting your ideas to people
• Know yourself– Access your knowledge of your Leadership
Inventories
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Relating to other people’s communication brands
• Driver
• Commander
• Promoter
• Chess Player
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What do I want to communicate?
What do I want done about it?
Who is my target audience?
Frame the issue!
Message Discipline
TacticsCommunications Pyramid
Adapted from The Spin Project 2005
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What do I want to Communicate?
• Lay a strong communications foundation
• Assess past communications:
Lessons learned
What resources do I have or need
Who will do the work
What is your brand
What are you advocating for
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What do I want done?
• What exactly you want the person(s) to do?
• Why should they care?
• Tune into their WII-FM
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Who is my target audience?
• Who is the Elivs?
• Who can you directly influence that can influence the decision maker
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How do I frame the issue?
• Describe the issue in a way that links with the values and needs of your target audience
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Discipline the message• Think CLEAR
• Connections-to the person values, project
• List next steps-define what you want done
• Expectations for success-what it looks like
• Ability-how, the tools, the support
• Return-tune into their WII-FM
• Think Fast: Elevator Ride
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Tips & Tactics
• Audience reaction
• Absolutely A-words count
• Be a PRO at CONtroversy
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Body Language
Voice
Word Choice
55%38
%7%
Professor Albert Mehrabian has pioneered the understanding of communications since the 1960's
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Have a plan…
• Emotional vs. Factual
• Three key points
• Headline & Bottom Line
• Passion persuades
• Picture the outcome: paint the picture
• Be brief
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Absolutely A-words
• Anecdotes
• Action words-imagery
• Alliteration
• Answer a question
• Analogy
• Anaphora
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Be a PRO at CONtroversy
• Anticipate arguments
• Best defense is a good point
• Courtesy counts
• Sense of humor essential
• Build a bridge back to your message
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Build Bridges
• The real issue is….
• Let’s put that in perspective..
• Let’s take a broader look…
• If what your asking is….
• I can’t say that, but what I can say…
• I might frame that question differently…
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Going UP…Let’s Practice
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What do I want to communicate?
What do I want done about it?
Who is my target audience?
Frame the issue!
Discipline your message
Tactics
Going Up: Elevator Speech Outline Tool
I want to communicate:
Am I talking to the right person or persons? List the key influencers:
Brainstorm Box…. What’s in it for the person I want to convince? What do they value? What do they need now that fits with what I want them to do?
Discipline my message:
C
L
E
A
R
Connections to the person’s values, projects:
List the steps I want done:
Expectations for success-what it will look like:
Ability, know-how, do they have the tools:
Review, Re-tune into their radio station WII-FM:
Timely Tactics
Absolutely A+ Words: anecdotes, action words, alliteration, analogy….
Build a BridgeBe a PRO at Controversy. . . Let’s take a broader look…Is the real issue . . . My understanding is …Are you saying…
This is what I want the person to do as a result of my communication:
FRAME MY ISSUE:
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What’s Next
• Use these techniques at home this week
• Use these techniques at work this week
• Thinking before you speak reaps rewards
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ONS Media Response Team
• ONS experts committed to responding to media calls within 24 hours
• Develop relationships with local reporters
• Work with hospital PR departments to encourage the coverage of nursing
• Work with ONS PR team to get Nurses Noticed Now
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Resources• From Silence to Voice by Bernice Buresh &
Suzanne Gordon
• The Simple Survival Handbook by Bill Jensen
• The Art of Woo by G. Richard Shell
• www.projectspin.org
• www.communicationsleadership.org